Dublin Core
Title
Investigating market orientation
and positioning in star-rated
hotels in Ghana
and positioning in star-rated
hotels in Ghana
Creator
Robert Ebo Hinson
Description
Purpose - Market orientation and positioning have been widely recognized as organizational metrics linked
to hotel performance. The purpose of this study is to offer the link among market orientation, positioning and
hotel performance in Ghana's (luxury) hotel sector. It also reports on the joint influence of market orientation
and positioning on hotel performance in the same sector.
Design/methodology/approach - Three hypotheses were investigated on the link between market
orientation and hotel performance, positioning and hotel performance, and the joint effect of market
orientation and positioning on hotel performance. A survey of star-rated (luxury) hotels in the capital city of
Ghana was used. One hundred and five responses were used in the analysis. Descriptive statistics,
exploratory factor analysis and hierarchical regression were used to test the three hypotheses.
Findings - All hypotheses were accepted. Market orientation and positioning jointly affect hotel
performance, and the study provides hotel managers with suggestions on how to enhance their performance
via market orientation and positioning.
Research limitations/implications - Management perspectives on market orientation, positioning
and hotel performance were sought to the exclusion of customers.
Originality/value - This study is one of the few attempts to systematically investigate the intertwined
concepts of market orientation, positioning and performance in a developing economy hospitality context.
Keywords Positioning, Ghana, Market orientation, Hotel performance, Star-rated hotels
Paper type Research paper
Robert Ebo Hinson, Ibn Ka
to hotel performance. The purpose of this study is to offer the link among market orientation, positioning and
hotel performance in Ghana's (luxury) hotel sector. It also reports on the joint influence of market orientation
and positioning on hotel performance in the same sector.
Design/methodology/approach - Three hypotheses were investigated on the link between market
orientation and hotel performance, positioning and hotel performance, and the joint effect of market
orientation and positioning on hotel performance. A survey of star-rated (luxury) hotels in the capital city of
Ghana was used. One hundred and five responses were used in the analysis. Descriptive statistics,
exploratory factor analysis and hierarchical regression were used to test the three hypotheses.
Findings - All hypotheses were accepted. Market orientation and positioning jointly affect hotel
performance, and the study provides hotel managers with suggestions on how to enhance their performance
via market orientation and positioning.
Research limitations/implications - Management perspectives on market orientation, positioning
and hotel performance were sought to the exclusion of customers.
Originality/value - This study is one of the few attempts to systematically investigate the intertwined
concepts of market orientation, positioning and performance in a developing economy hospitality context.
Keywords Positioning, Ghana, Market orientation, Hotel performance, Star-rated hotels
Paper type Research paper
Robert Ebo Hinson, Ibn Ka
Publisher
Emerald Publishing Limited
Date
2017
Source
file:///C:/Users/Afriyie/Downloads/Hinsonetal.2c2017.pdf
Language
English